How to Get Started with Accessibility

What is Accessibility all about? 

Accessibility ensures that everyone, regardless of ability, can access and interact with digital platforms, services, and content without barriers. It’s a commitment to inclusivity, empowering people with disabilities to participate fully in the digital world. 

The European Accessibility Act (EAA) sets clear standards for digital accessibility, requiring businesses to comply with WCAG 2.1 Level AA guidelines. While this is the current standard, accessibility requirements are evolving, and we anticipate WCAG 2.2 Level A and AA will soon become the benchmark. 

Businesses that prepare now will be well-positioned to meet future requirements as the legislation evolves. This legislation impacts a wide range of industries and services, such as: 

• Online shops offering goods and services directly to consumers. 

• Ticketing systems for events, transportation, or other services. 

• Transportation services, such as travel information and electronic ticketing. 

• Information displays, including interactive screens and terminals. 

• Self-service terminals, like ATMs and check-in kiosks. 

• Banking services, including payment accounts, credit agreements, and investment platforms. 

• E-books and related digital reading platforms. 

• Smartphones and their associated apps. 

• Operating systems used on computers, tablets, and mobile devices. 

If your business provides digital products or services in these categories, or interacts with customers through websites or apps, you are likely subject to these new requirements. 

Accessibility isn’t just about compliance; it’s about creating equal opportunities for all users, enhancing your brand’s reputation, and improving digital performance. 

The Accessibility Deadline is Approaching 

The official deadline for the European accessibility law is June 28, 2025. With the date fast approaching, businesses across key industries must prepare to meet the new requirements. This law, part of the European Accessibility Act (EAA), mandates compliance with WCAG 2.1 Level A and AA standards to ensure digital accessibility for everyone. 

To meet these requirements, businesses need to demonstrate measurable progress in their accessibility transformation. This includes: 

• Implementing WCAG 2.1 Level A and AA standards. 

• Publishing an accessibility statement on their website to as proof of their commitment. 

An accessibility statement demonstrates your dedication to inclusivity, provides transparency about your ongoing efforts, and signals to users and regulators that you take accessibility seriously and are actively working toward compliance. 

Businesses that act now will not only avoid potential fines but also gain a competitive edge by demonstrating their commitment to social responsibility and inclusivity. 

Why Accessibility Matters 

Across Europe, 25% of the population, representing 101 million people, lives with some form of disability. This highlights the critical importance of creating digital platforms accessible to everyone. 

Accessible websites, designed with clear structures, logical focus orders, and proper use of headings, are easier for all users to navigate. These features align with Google’s emphasis on user experience, a key factor in search engine rankings. 

For example: 

• Adding descriptive alt text to images. 

• Ensuring mobile responsiveness. 

• Creating clear navigation paths. 

These practices improve accessibility and boost your website’s SEO performance, leading to better visibility in search results, increased organic traffic, and ultimately, higher conversions. Accessibility is a win-win for your business and your audience. 

Why You Should Start Implementation Today 

Accessibility is here to stay, and it’s likely that the covered services will expand in the future. 

Here are three reasons to start your implementation today: 

• Improved SEO Performance: Accessibility features like alt text, mobile-friendly design, and clear navigation improve your Google rankings, making your website easier to find. 

• Enhanced User Experience: Accessibility ensures your website is intuitive and easy to navigate for all users, reducing frustration and increasing engagement. 

• Inclusivity and Social Responsibility: Prioritizing accessibility demonstrates a commitment to inclusivity, strengthening your brand reputation and fostering trust. 

By starting today, you’ll position your business as an accessibility leader and reap the rewards of a more inclusive and optimized digital presence. 

We Are Here to Help You Get Started 

Navigating accessibility requirements can be complex. At GroupM, we offer two tailored services to help businesses get started. 

1. For businesses seeking a starting point: A quick, automated audit using testing tools to identify WCAG 2.1 Level A and AA issues. This service helps businesses understand their current accessibility status and pinpoint key areas for improvement. 
2. For businesses committed to making their platforms accessible: An in-depth audit combining automated and manual testing to address the more complex WCAG 2.2 Level A and AA requirements. This service provides tailored guidance, a clear roadmap for achieving accessibility goals, and ongoing support for businesses ready to take the next step. 

Let’s Begin Today 

Accessibility is a journey, and we’re here to guide you. Whether you’re just starting out or developing a comprehensive roadmap, our services empower your business with the knowledge and methods needed to succeed. 

Ready to get started? Contact your local specialist! 

Denmark: Aleksander Svindt, UX Specialist, at [email protected]  

Sweden: Miranda Reimer, Strategist – SEO & Content Engineering, at [email protected] 

Finland: Marcos Gutiérrez, Senior Consultant, at [email protected]  

Norway: Mads Karlsen, Director of Business Development, at [email protected]